Since His Royal Highness prince Muhammed Bin Salman has become the Royal Crown Prince of Saudi Arabia back in 2015. The sentence of ” a lot has changed ” is an underestimation of the cultural changes that has been evolving in the past few years. either in women empowerment initiatives or Saudization initiatives in private sectors or financially supporting promising businesses across sectors to build a solid National ( Saudi Infrastructure ).
What does it have to do with Brand ? ( A lot)
Saudi has become associated with the pride the young Saudis have in becoming a solid part of building a diversified economy in the Kingdom. Saudi women finally have the chance to break through the glass ceiling and show how smart they are with the respect of their cultural and religious up bringing. Smart Saudis are more encouraged to start their own businesses in tech space and other sectors as well. Young Saudis are willing to work and experience what it is like to be independent.
For Brand all of the above are emotional triggers for us Arabs especially Saudis being independent is new , it’s a journey of exploring and experiencing how truly a person may interact with others in the real world. Where do we as brand strategists come ? We come in fundamentally understanding the emotional triggers in building and nurturing the relationship with our target audience. Yes, we care about helping a business become profitable but let’s do it with style. Meaning, let us do it while genuinely caring about others , their desires , wants, dreams , aspirations , let’s encourage , support and be part of the great impact Saudi Arabia is building not only on local ground but across the globe too.
You want to be a brand be authentic.